Even though press releases are just one component of a company’s overall media relations strategy, there are different types of press releases for every business announcement a company might want to make.
Types of Press Releases
A press release is usually created because a company wants to announce some news. Whether it is a company launch, new product launch, rebranding, or a new partnership, a press release should provide all the important details. These are the details bloggers, influencers, and media professionals will need to publish a story and get the company’s message out there.
In the past, press releases were predominantly sent to traditional media outlets like newspapers, magazines, and television networks. We’ve recently seen advancements in technology and the rise of social media platforms. Press releases can now be used directly on a company’s owned media to promote their business on the internet via blogs, websites, and social networks. Some may question whether using social media is “the easy way out” or whether still calling it a news release is appropriate if it doesn’t go through traditional means. Even so, social media has actually provided businesses with a more direct avenue to their existing and potential customers.
How to write a newsworthy press release
There are certain things that businesses have to understand before even trying to write newsworthy content. Usually, creating a media coverage strategy requires the business to come up with a press release topic. Having a clear understanding of what content needs to be written to get media coverage gives companies a guide for writing the press release, including what content should go in it, and how and to whom to send it. With so much to consider, it can be overwhelming for a startup founder to filter through everything and come up with a story while also handling other company responsibilities. For that reason, PR agencies like Pressfarm exist to take the stress out of what should be an exciting time.
Pressfarm is a PR agency that helps companies of all sizes create newsworthy content, including brand briefs, press releases, and guest posts. Companies can use their powerful, filter-based search engine with access to over 1 million journalists to find the ideal media match. Additionally, companies can reach out to their target audiences through a variety of PR packages. Their PR professionals and writers also help with online press release distribution, increasing release visibility in relevant search results across major search engines.
Types of press releases
1) General News
General news releases are meant to be used to generate traditional coverage in all types of media. Whether paid, owned, or earned, a general news press release is a common way for businesses to get the word out there about their brand. Of course, all effective press releases should have newsworthy content that draws the media professional or target audience’s attention.
2) Launch Release
This type of press release is used when a company plans on releasing a new product, website, initiative, or anything new. While it is similar to a general news release, it emphasizes timelines and should help create a sense of urgency about the launch that is about to happen.
3) Event Press Release
An event press release is used to promote an event that a company is hosting, attending, or sponsoring. These press releases are meant to raise awareness among the general public. They’re also designed to invite media members to attend or cover the event. In an event press release, timing is everything. To get numbers in the door and increase attendance, companies need to plan their press release well before the event so that enough people know about it. This also gives media professionals enough time to get the event on their busy schedule and begin preparing accordingly.
All press releases should address the who, what, when, where, why, and how of the story being told. Companies need to think of event marketing press releases as a party invitation with all the necessary information that the party-goer needs to attend.
4) New Hire Press Release
While this may not seem like newsworthy information to some, releasing a new hire press release helps a company build credibility. This is especially the case if their new hire is a high-level executive with plenty of experience in the field. This press release type is meant to act as a formal announcement to inform customers, investors, and the general public about leadership’s critical changes.
Companies who plan to release a new hire press release need to objectively describe what the new hire is bringing to the company to give people a better idea of what to expect from the new executive. The release should include:
- Past roles.
- Companies they have worked for.
- Any other significant professional achievements.
5) Rebranding Press Release
Sometimes, through no fault of their own, companies need to do a rebranding so that they are still able to stay relevant in the market. While announcing the rebranding, companies need to communicate their message to their existing customers and stakeholders effectively. A rebranding press release should specify what people can expect from the change, new pricing models, audiences served, products or features offered, or any updated visual content. It should also provide an opportunity to excite audiences by highlighting how the rebranding can improve customer experience.
6) Partnership Press Release
Much like a rebranding press release, the primary purpose of a partnership press release is to inform audiences of the upcoming changes a company is going through with a new partnership deal. Usually, both sides of a partnership have already built relationships with their customer base. This means that the company needs to write a press release that appeals to both audiences. However, since a company generally partners with brands that align with their values, they can communicate to their audience exactly what they can expect. Each brand can reach out to the other’s audience to gain more exposure.
7) Award Press Release
It is always a great accomplishment when an individual or company receives an award for their industry achievements. While industry awards are pretty standard, they are not often publicized. For a company to establish themselves as an industry leader and expert in their field, they need to create a press release that highlights their achievement so that their target audience can learn more about the brand. Winning an award can be an exhilarating experience. Even so, the press release that is released should still be objective and discuss the award from a business perspective rather than bringing personal emotions into it. Excitement and emotions are also necessary. Nevertheless, companies should consider channeling their excitement into explaining how the award sets them apart from their competition and allows them to further their mission.
8) Charitable Initiative Press Release
With consumer behaviour changing and people thinking twice about what company they want to support and what products to buy, charitable initiatives are a great way to show the public that a company cares about more than just profits. This has been even more true during the COVID-19 pandemic, when consumers have resonated more with companies that were doing as much as possible to give back to the community during a tough time.
A charitable initiative press release is a company’s chance to tell audiences that they are concerned about more than money while also giving them an inside look into its culture. We are emotional people and gravitate more towards a feel-good story than a factual one. Be that as it may, much like writing other press releases, it’s essential not to be overly promotional. The most effective way to write this type of press release is to give a high-quality description of the work done and rally others to get behind the cause.
9) Crisis Communications Press Release
Crisis management is another essential part of a company’s overall business strategy. When a crisis breaks out, the best way to deal with it is by providing a personal statement from the company so that people do not naturally begin to speculate, come up with their own theories, or predict the future.
A crisis press release is designed to stop the speculation, build trust in the business, stop investment decline due to speculation, and establish a central source of accurate information.
Press Release Examples
When Target experienced the second-largest data breach in retail history, they approached the situation by creating a crisis management press release. In this press release, they accepted full responsibility for what happened and stayed focused on maintaining their customers’ trust. They reassured their existing customers and added additional facts they could use to know their actual risk. Target also offered free credit monitoring services to repair the damage the data breach incurred.
Since Zoom grew quite dramatically because of the COVID-19 pandemic, there was rising security content surrounding the software. As a response, Zoom released an acquisition press release to bring new stakeholders up to speed, show its continued commitment to improving its software’s security, and provide ways for users to receive updates continually.
While CNN is one of the major powerhouses for people to obtain news from all over the world, they also try to keep people updated with company news. This press release example discusses the new hire of Chris Cuomo as he joined the CNN team after leaving ABC News.
This press release example is a good combination of both event and charitable initiatives. DonateLife America does a great job making their information newsworthy by stating that the White House would host the event. They also mention that the event is aimed at saving lives, and includes influencers and organizations’ involvement. Finally, they did a good job using links to direct journalists to information about their preferred topics and angles.
The Gojo press release used the Inverted Pyramid writing technique to convince readers that they should care about the company’s solution to a significant community problem. After making their case to the community audience, they also offered contact information. This information is highlighted to help journalists who want to learn more about their initiative.
As mentioned previously, new hires may not seem like important news to people outside a company’s industry. Nevertheless, eBay did a good job establishing why the specific individual should pique journalists’ interest. The press release also leverages the newsworthiness of the news by expanding on the individual’s expertise and impressive career. The best part is that they do this while also instilling trust and optimism in customers, investors, and employees who might be wary of change.
This example of a press release can be categorized under general news or events. There is nothing more touching than a feel-good story that involves babies. Gerber did a great job of telling a story and creating a ready-to-go for journalists who are short on time. This resulted in a newsworthy release that left readers wanting more. It also provided journalists with a story that could immediately be sent out, giving them the right to create any follow-up news as the story continued to develop.
Many of Chevrolet’s press releases revolve around new product releases or advancements in their current products. The reason why many of their press releases get media coverage is their ability to use both text and visual content in their press release. Using multimedia and even interactive media that can immerse readers and journalists into their products offers more information than a mere text-based press release could.
This press release example is the best example of a short and sweet press release. The partnership press release announced that Coca-Cola was planning to partner with the Make a Wish Foundation. For every coke product sold, a dollar would go toward the foundation to help make terminally ill children’s dreams come true. This packed a punch because of its ability to put all critical information in a few short paragraphs. It also was an impressive charitable initiative.
For Yarnspirations, their new product launch press release offered options to target demographics its industry could not reach before. Their press release worked well because it effectively positioned the company’s announcements as an industry disrupter. For journalists who do not have time to read long press releases, Yarnspiration provided a way to immediately access information and explore story angles in more depth.
Falling under the rebranding press release category, Chick-fil-A’s product-improvement press release did well because it followed all the best practices for a press release. Their press release included all the recommended elements: brevity, an objective tone, and a call to action. These are all valuable to the brand and its readers.
This rebranding press release from Apple was unique because it incorporated visuals, text, and structure of a traditional press release. Beyond that, it shows that the company stands with its commitment to the LGBTQ community and advocacy. The press release is excellent because it accomplished two things: rebranded the company as a supporter of the LGBTQ company, and launched the new edition of Apple Watch Pride Edition. Apple has been outstanding in its PR and marketing; this press release is no different.
While this press release may seem relatively minor, NASA effectively wrote about an event to discuss a discovery beyond the solar system. It also clearly stated that people could watch the essential keynote speeches on their TV channel and the agency’s website. The press release has a clear call to action by saying that there were limited spaces available. For this reason, anyone interested in this event scrambled to book their seats as soon as possible.
Vendor recognition press releases are also a way for companies to get the word out there about their company. They also provide exposure for the company that helps them achieve their goals. The elements in this press release were designed to increase the level of engagement with the story and the brand.
15) Manna Development Group
Like the traditionally brief press release format, an acquisition press release addresses the who, what, when, where, why, and how of the acquisition. To establish more authority, these press releases generally use quotes to instill confidence and relieve change anxiety in customers and stakeholders. It encourages them to let go of any anxiety around the change and focus on how the future is brighter with the acquisition.
Kohl’s did an excellent job creating a short but informative press release that offers an objective, fact-only release without a self-promotional tone. This press release highlights the necessary information. The press release also provides resources journalists can use to create well-written stories. These include: multiple quotes from executives and contact information for both companies. With this contact information, media professionals can ask follow-up questions.
In this example, Keurig did a good job establishing itself as an authority in the beverage industry. This partnership press release is excellent because it concisely presented the message that they were teaming up with other powerhouses. Keurig is known for its coffee, while Dr. Pepper and Snapple focused on other drink products. By partnering with those two companies, Keurig can reach an even larger audience than just coffee drinkers.
18) The Hormel Institute
The Hormel Institute press release is an excellent example of a general news release that presents a feel-good story. The press release mentioned how they plan to continue their essential research for cancer and other health problems. They planned to do this while also making sure that they follow the rules implemented during the COVID-19 pandemic. They wanted their audience to be aware that they are taking the necessary precautions and continuing to do their job in creative ways.
In this acquisition press release, Siemens clearly and concisely states that they could procure a project with AGL Energy Limited. This project was aimed at delivering and maintaining a Distributed Control System and a simulator training facility to enhance safety and reliability. This is an outstanding example of how two companies can merge to create a new product that will benefit its community. This example is great because it has a clear message and builds trust with the people in their community. Ultimately, a press release of this kind is good for increasing visibility.
In this example, Microsoft announces that they have joined forces with other companies in the financial services industry to fight an existing problem at the time – cybercrime. They’ve made it clear that they’re attempting to find a solution for it. The press release works because it shows that Microsoft is combining forces with other thought leaders from other industries. This means that they can reach a different audience that they may not have thought about targeting previously.
21) General Motors
In this press release, General Motors presents itself as an expert in its industry. By coming to agreements with the US and Canadian governments, General Motors can create better products to help them in the competitive market. They’ve stated that they are getting backed by the government to make a “New GM” that people can trust. This move was designed to ensure that their products are safe and follow proper procedures while also looking to the company’s potential future.
22) Stitched Products
This press release example is an example of a new product press release. The press release is designed to help find a solution for iPhone users who are looking for a phone case that removes all unwanted debris like lint, dandruff, and pet hair. The press release is great because the company clearly states the intention of the release in the first paragraph. Furthermore, they go on to state that this is also a crowdfunding campaign, with the appropriate links and a clear call to action. This way, readers and media professionals can directly click on the campaign to either donate or find more information.
Ever wonder why so many Netflix shows get so much hype? A lot of it has to do with Netflix’s ability to get people interested in their movies through their press releases. This example states that Netflix partnered up with actor John Stamos, predominantly known as Uncle Jesse from Full House, to create a mini-documentary series about his life. Not only are they building hype for the show and for people to use their platform, but they are also giving exposure to Stamos.
This new hire press release is an excellent example of a company presenting all the critical information regarding why their new employee is the best fit for their company and how they can improve. By adding past work experience, Nike has already established this individual as someone who has lots of industry experience. This press release encourages readers to keep the individual in mind when considering the company.
Nike has always been a pioneer in the design, innovation, development, and creation of footwear and other athletic accessories. In this new product press release, Nike launched their new t-shirt that used computer design to “fuse a series of body maps and form a knit pattern based on the motion.” This provided hype for all athletes out there looking for a product that would make their workout better.
We are all aware of the famous rebranding Instagram went through from their original concept art to the current icon. Along with that, their rebranding press release and strategy gave a fresh, vibrant look to their entire interface and visuals. Their press release worked because it explained to its audience the reason behind the rebranding and encompassed all of its new apps to create a unified look.
Freshworks Inc’s press release is an excellent example of how a brand can use a single brand name to sell products. In the press release, the company, called Freshdesk Inc, initially announced the creation of their new umbrella brand, encompassing all other aspects of the company like Freshdesk, Freshservice, and more.
27) Aspire Systems
In this award press release, Aspire Systems establishes itself as an expert in the industry by highlighting the company mention in “India’s 100 Best Companies to Work For in 2019.” The press release shows that the company will continue to provide services like outsourced product creation, software testing, application support, etc. to its customers. Furthermore, it gives potential hires the incentive to consider the company as a place of work.
Expert position press releases are mainly used to establish a person or company’s credibility in a specific area. In this press release, computer software giant Adobe demonstrates expertise in its field. This is an excellent example of a thought leader press release. It presented information that has been validated by research from an unbiased firm. Furthermore, it shows that Adobe was able to receive the highest score possible in all aspects of its products.
29) S&P Global
This press release is an excellent example for the financial services industry because it shows an understanding of the difficulties that companies were facing due to the COVID-19 pandemic. By establishing themselves as leaders in their sector through insights and empowerment S&P has ensured that people will go to them for any necessary information.
In the world of fast fashion, full transparency about the ongoings of a company can be very rare. However, H&M, a company that has previously been known as one of the leaders in fast fashion, became the first fashion retailer to add multiple transparency layers. This enables customers to make informed decisions of their shopping choices. By doing this, H&M repositioned themselves as an expert in the industry once again.
HSBC has always been one of the frontrunners in the finance industry. In this recognition press release, HSBC proved they are an expert in the industry by positioning themselves in green financing and gaining the Green Climate Fund accreditation. The press release worked well. This is because it reestablished that the company is committed to sustainable development. Moreover, it highlighted HSBC’s commitment to continue working with clients, governments, and businesses to address climate issues.
We live in a world where people are reiterating the importance of diversity and inclusion in the workplace. This recognition press release positions telecommunications company AT&T as an expert in their industry by highlighting the fact that they were named as a member of the Hall of Fame DiversityInc top 50 companies for diversity. This is excellent recognition because it demonstrates the fair treatment of their employees.
At the moment, AstraZeneca does not need any introduction since it is one of the companies that have brought the COVID-19 vaccine to reality. However, in this press release, the company announced its Young Health Program’s partnership with UNICEF. The partnership was designed to raise awareness among young people and decision-makers about the dangers of mental and physical health disorders. This press release worked because it covered the efficiency and efficacy of the program and put much-needed importance on the agenda.
In this press release example, Honeywell shows solidarity with their community by providing a solution to fighting the pandemic through charitable initiatives. In the press release, the company discusses how they will help their community by producing and donating hand sanitizer to support local needs during the pandemic. This shows that rather than just thinking about profit, they want to help people during the tough time. This move increased their visibility at a time when other businesses were struggling to stay afloat.
35) The Walt Disney Company
The Walt Disney Company needs no introduction. In this press release, the company demonstrated its intent to spread awareness of its efforts through the Disney Conservation Fund. The Walt Disney Company’s audience encompasses everyone from children to adults. As a result, they can get their message out there to promote environmental protection programs and projects that help conserve biodiversity and the ecosystem. While doing this, they can also encourage their audience to take action.
36) New York Life
In this acquisition press release, New York Life explains to its audience the value that the company can bring to its policyholders. This press release is an excellent example because it provides audiences with a better understanding of how they can provide a solution to their consumers.
Facebook is already known for being able to connect loved ones around the world. In this merger press release, the company explains that by acquiring WhatsApp, they continue the mission to strengthen its connectivity and utility for people around the world. What works so well is the detailed description of the deal and the financial aspect of it. By acquiring this merger, Facebook went through one of the most significant transformations in the technology and services sector.
38) Berkshire Hathaway
If you’ve never heard of this company, you must definitely know its primary investor, Warren Buffett. This press release worked because it complemented Buffett’s ideas and strategies to increase its earnings by mergers and acquisitions. By buying Precision Castparts Corp, Berkshire Hathaway put into action the company’s most prominent takeover ever.
39) JP Morgan Chase
When racism had reached an all-time high, JPMorgan Chase decided to create a new position at the company named “Global Head of Diversity & Inclusion.” This position was designed to reflect their stance on the importance of diversity and inclusion in the workforce. This worked well because it showed their community and other potential audiences that they were working to create a better work environment for their company. Furthermore, this press release was designed to give other businesses an incentive to do the same.
This press release would be considered an “update on an existing product” press release. Volkswagen had already launched their product, the Golf GTI. This press release announcement provided an update to take their automobile to the next level. Their new Vehicle Dynamics Manager is meant to help manage all electromechanical operating gear systems intelligently.
In this example, Sony presents itself as a frontrunner in its industry. The company achieves this by announcing that they have created a new product that will ultimately set them apart from the competition. This works well because they have provided a solution to those looking to get more extensive memory card storage. Sony has always been known as a technologically-advanced company, and this press release maintains that reputation.
This new product press release example is great because it explains how the product has been improved in its latest version. It also states the details of availability clear and provides quotes from the company’s experts like the Senior Product Manager.
43) Saudi Aramco
Saudi Aramco is also known as one of the world’s largest oil and gas companies globally. This partnership press release announced the long-term sponsorship that Saudi Aramco was acquiring with Formula 1®. By promoting this, Saudi Aramco connected themselves to a vast audience of racing fans. In doing so, they strengthened their corporate branding and engagement through the PR event. What makes this press release significant is that it was the first time an oil and gas company had announced a sponsorship with a major sporting event.
L’Oreal has already been a powerhouse in the beauty industry for a very long time. In this partnership press release, they announced their partnership with Expo 2020 Dubai as an official beauty products and services partner. By announcing this partnership, they can reach an even larger audience while also presenting their latest beauty products and services. This announcement also highlighted their participation in events that showcased the future of beauty.
Both companies are in different industries, but they are both still very well-known names. This press release example is great because it shows that both Renault-Nissan and Microsoft have combined forces to use technology to “deliver the future of connected driving.” This is a useful innovation in a society where we rely heavily on both transportation and technology. The press release conveys to readers the excitement of the direction that both companies are heading in.
46) Associated Press
This Associated Press press release is excellent because it identifies the intention of the story. As with other partnership press releases, this one shows two companies with different target audiences coming together. What’s more, this press release shows how the partnering companies are creating a product that can help users get all their media needs met in one place. By partnering, both companies can reach a larger audience and target audiences they may not have considered before.
In this charitable initiative example, the well-known brand Vans announced that they were teaming up with a non-profit foundation. The purpose of this partnership was to help educate active youth worldwide about the benefits of ocean safety awareness. The press release works because Vans is a company that people already love. Furthermore, the press release highlight’s the company’s commitment to solving two major issues – environmental conservation and education for children. This presents a feel-good story so that audiences resonate more with the message.
Brands use kinds of press releases to generate media coverage. By experimenting with different press releases, brands can ensure that both media professionals and their target audience will resonate with the message. While there is no fixed way to create a press release, sometimes help from PR professionals is just what the company needs to craft an effective press release that resonates with audiences.